Overview and Strategy

Austin Creed tells you everything you need to know about UpUpDownDown.

OUR OBJECTIVE

WWE looked to expand the reach of its online digital wing with the launch of UpUpDownDown, a YouTube channel dedicated solely to video gaming.

Hosted by WWE Superstar Xavier Woods — operating under the alias of Austin Creed — the channel aimed to reach WWE’s expansive crossover audience of sports-entertainment supporters and gamers while attracting new fans who discovered WWE through Creed and company’s infectious videos.

STRATEGY AND IMPLEMENTATION

WWE Superstars gather for the Madden NFL 16 Tournament Final between Seth Rollins and Jack Swagger.

Consistency was the key to UpUpDownDown’s success. At least five new videos have been uploaded to the channel each week.

Popular recurring titles include the exhilarating “Jump Scares” and “Gamer Gauntlet,” where WWE Superstars battle in head-to-head gaming competitions in the locker room with the loser undergoing hilarious punishments.

Users also know to expect engaging live streams that grant them the opportunity to watch their favorite performer’s game it up in real time.

The crowning achievement of UpUpDownDown’s launch year has certainly been the “Madden NFL 16” Tournament, which has pitted eight Superstars against one another in a battle to crown WWE’s greatest gridiron gamer.

Events like this, as well as fan interaction through social media and appearances from YouTube personalities, have helped the brand grow exponentially.